There's More to Nonprofits than Mission Alone

I just returned from a great two days in Montgomery. Alabama. If anyone knows how to make you welcome, it's a bunch of Southerners. Thanks to the Nonprofit Resource Center of Alabama and the American Humanics program at Auburn University for hosting me.

Once again, I heard a familiar refrain, "We are trained to go out and talk about the mission."

I believe the mission is important but with all the competition these days, the advantage now goes to the fundraiser who can build a connection - an emotional connection that forges trust and a partnership.

I think the goBeyondhello training surprised the participants with the importance of the relationship in developing a prospective donor, securing the gift and ongoing cultivation. One fundraiser said to me, "No one ever talked to us that way. We were urged to focus on the work of the mission, not on us as an individual."

I think some people were actually shocked at the way we presented techniques to connect! One person said this gave her new ways to look at philanthropy. Another said he learned how to build relationships, not only with donors, but with Board members and volunteers. Many of our participants did not know they could build relationships with these other stakeholders.

We actually quantified how much the participants knew about their major stakeholders and even those who said they had a good relationship knew far less than they actually thought about the person when quizzed about personal details.

I'm pleased that the training was so valuable and I'm looking forward to the Nonprofit Resource Center of Alabama State Conference, Weds., March 25, Extreme Makeover" Rebuilding Our Nonprofits for Changing Times, in Birmingham.

Yumm, more barbecue!